รายละเอียดบทความ
| ชื่อเรื่อง |
A study of Public Relations Knowledge and Skills From Public Relations Curriculum, Academicians ‘View and Professionals ‘View
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| ชื่อเรื่องรอง |
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| ชื่อผู้แต่ง |
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| หัวเรื่องคำสำคัญ |
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| หัวเรื่องควบคุม |
| 1. | การประชาสัมพันธ์ -- การศึกษาและการสอน (อุดมศึกษา) |
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| คำอธิบาย / บทคัดย่อ |
This study is to explore the knowledge and skills provided by the offering causes of the public Relations (PR) curriculum in undergraduate level to know the exception of PR academicians and PR professionals towards the knowledge and skills of the PR graduates. Also, it is to investigate the similarities or differences between the knowledge and skills provided by the PR program in undergraduate level, and how they are expected by PR curriculum offered by six leading universities in Thailand were studied along with the interview with the key informants who are 14 public relations academicians and 19 public relation professionals.
The research finds the similarities as well as the differences among the public relations curriculum, academicians’ expectation and profressionals’expectation towards the public relation graduates.
In terms of PR knowledge, both curriculum perspective and professionals focus on persuasion concepts and strategies while academicians and professionals have the same opinion on the importance of societal trends. The differences are marketing which is provided by curriculum, whereas principle of business, and business case study are expect by academicians.
In addition, the academicians expect the graduates, confidence the most comonpersonality trait while the professionals expect patience or a strong work ethic and high energy from graduates.
The research results can provide the framework for developing public relations curriculum, especially, regarding to Thai Qualifications Framework for Higher Education: TQF: HEd which is designed to support implementation of the educational guidelines set out in the National Education Act.
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